"How Do You Like My Rolex? Thought It Would Impress... But Blind Dates Were Won Over by Something Else [Experiment Note]"

Comparison of Romantic Preferences by Spending Habits Among Single Adults in Korea and the US


"Korean Women Rate Men Who Spend on Travel and Performances Higher Than Those Who Flaunt Luxury Goods"

Editor's NoteOne now, or two if you wait. Do you remember the marshmallow experiment that observed children's choices? Sometimes, a simple study changes the way we see life. Let's reinterpret our daily lives through the lens of experimental data.

It has become common to check a date’s social media profile before a blind date. One person's social media account might be filled with photos of Rolex watches and luxury foreign cars, while another person might post pictures of vacations spent at luxury hotels or attending expensive performances. Although both profiles display financial affluence, a recent study finds that the type of consumption depicted can influence how attractive they appear as a romantic partner.

An AI-generated image depicting the act of flaunting wealth.

Travel Photos Over Rolex—Showing Off Wealth Through Experiences

According to a recent study published in the international journal International Marketing Review, single men and women in Korea showed a greater intention to date people who spent money on experiences, such as travel or performances, rather than those who showcased luxury purchases. This difference was especially pronounced when women evaluated men.

The study was conducted by Professor Jinseok Lee from the Department of Business Administration at Dongguk University and Professor Hyunyoung Cho from the Department of Business Administration at Daejin University. The researchers focused on how methods of displaying economic power have been changing. In the past, the main way to flaunt wealth was by purchasing expensive items. Showing off things whose value was easy to estimate—such as luxury clothes, watches, or high-end cars—allowed one to readily reveal their economic power and social status.

However, as luxury consumption has become more mainstream, the way people show off wealth has shifted. Now, it's more about dining at upscale restaurants, attending expensive performances, or traveling to renowned resorts. The researchers describe these as “experiential conspicuous consumption.” It is not just about money; through these activities, one can also display refined tastes and cultural knowledge.

The researchers examined whether the way wealth was shown affected how people evaluated potential romantic partners. First, they conducted an online experiment with 120 single adults in Korea and 200 single adults in the United States.

Participants were put in a hypothetical situation where, before a blind date, they would check the other person's social media. Some saw profiles that highlighted luxury goods, while others saw profiles showcasing experiences such as luxury hotel stays or tickets to expensive shows. Participants then rated, on a 7-point scale, how competent they thought the person was, how much overall favorability they felt, and their desire to pursue a romantic relationship with that person.

The results showed that, among Korean participants, the average score expressing willingness to date someone who showed off luxurious experiences was 3.50 out of 7. For those who showed off luxury items, the average was 3.00—a difference of about 0.5 points.

However, interesting differences appeared when breaking down the results by gender. Korean women evaluated men who displayed expensive experiences as more competent than those who showed off luxury goods. In contrast, Korean men showed little difference in their evaluation of women, regardless of whether the women highlighted luxury items or costly experiences.

The research team conducted a second experiment, this time simulating an actual social media environment. They showed 180 single adults in Korea and 195 single adults in the U.S. a fictional Instagram account. Participants imagined they had briefly met an attractive person offline, then looked up that person's Instagram. The feed featured either high-priced items such as Montblanc pens or Chanel cosmetics, or expensive experiences such as trips to famous resorts.

Similar results were observed again. Korean participants showed an average score of 3.50 in willingness to date someone who posted experiences, compared to 3.00 for those who showcased expensive products. The difference was even clearer in this second experiment, which used a more realistic Instagram scenario.

The researchers explained that experiential consumption led people to view the profile owner as a "more competent person." Korean participants tended to see those who shared luxury travel or performances as not just wealthy, but also capable and cultured. Such perceptions led to greater favorability, which in turn increased romantic interest.

Cultural differences were also observed. Among U.S. participants, the distinction between luxury items and experiences was not as clear as it was in Korea. In the first experiment, American participants' willingness to date scored 5.72 for those with experiential content and 5.56 for those with luxury goods—relatively similar values.

The photo is not related to the specific content of the article. Pixabay

"Experiential Consumption Signals Sophisticated Taste"

The researchers also looked at the background for why luxury goods and experiential consumption are perceived differently in Korea. They explained that in Korea, openly displaying luxury items can be seen as excessive showing off, whereas activities such as travel or cultural experiences are regarded as signals of capability or refined taste.

However, the researchers emphasized that this is only one interpretation, and the findings are not conclusively proven by this single study. Additionally, these experiments only surveyed first impressions formed after viewing a stranger's social media, rather than tracking whether actual romantic relationships developed or were maintained. There is also the limitation that all situations were hypothetical, with participants imagining evaluating the opposite sex.

People who possess plenty of money but lack class are often called "nouveau riche." The expression captures the envy and disdain frequently directed at those who have suddenly become affluent. The results of this study further confirm that the impression one makes depends not just on their financial resources but on how they showcase them. Ultimately, what matters may not be how much money one has, but how—and where—they choose to spend it.

The "old money" fashion trend, which has become popular over the past few years, can be understood in the same context. Rather than flashy designer logos, "old money" looks emphasize refined materials and restrained designs, putting the focus on personal taste. Nowadays, having financial power is not enough; taste and consumption style are also necessary to be considered "truly wealthy." It seems that the bar for being labeled "rich" is rising ever higher.

This content was produced with the assistance of AI translation services.